The worldwide increased consumption of goods and services squeezes natural resources, thus causing severe damage to the environment. In the backdrop of the growing affirmative reaction of people, the inclination to buy green products is on the rise. Therefore, we explore the extant literature to identify the factors established for their role in determining the purchase of products having a less damaging impact on the environment. A systematic literature review was conducted following the Theory-Context-Characteristics-Methodology framework covering 151 empirical studies on green purchase intention and green purchase behavior, published between years 2000 and 2021. This paper identifies factors influencing consumers' green purchase intention and green purchase behavior and provides strategic insights to marketers to create better marketing opportunities for green products. K E Y W O R D S attitude, environmental consumption behavior, green purchase behavior, green purchase intention 1 | INTRODUCTION Sustainability is a socially relevant issue, with more consumers becoming aware and curious about what they consume and how their consumption habits impact the environment. In India, consumers, particularly young consumers, are aware of environment-friendly consumption choices (Khare et al., 2020), and adopting green values affects their consumption patterns (Babutsidze & Chai, 2018). This paradigm shift in consumer decision-making pushes companies to adopt environment-friendly practices. Companies thus switch to eco-friendly production practices, making ethical and sustainable issues more evident to their consumers.Used interchangeably, "Green" and "sustainable" products involve manufacturing techniques that ensure stability for future generations. Various factors, like health concerns, green lifestyle, environment protection, social norms, and beliefs, are suggested to have a significant role in determining the purchase of green products (Golob